Techniques for customizing a software product may include receiving customization information describing customizations to the software product requested by a user; submitting a request including the customization information to a web service; and responsive to receiving the request, performing processing comprising: creating, by the web service, a new job to generated a customized version of the software product in accordance with the customization information of the request; automatically generating at least one customized file in accordance with the customization information; generating the customized version of the software product including the at least one customized file; and testing the customized version of the software product.